Over the last few weeks, we at AdEx India, have been coming out with stories on Front Page advertising in Newspapers. Let's first just do a small recap of the earlier articles on this subject. Till now, we have seen that Properties/Real Estates is the top category on Front Page advertising volume on Newspapers. Pan Masala/Zarda/Gutkha and Tea prefer advertising on Front Page the most. We also saw that the top categories on Front Page advertising were distinctly different in English and Hindi Newspapers. While English Newspapers were dominated by Properties/Real Estates and Financial Categories FMCGs dominated the Hindi newspapers with Two Wheelers topping. AdEx India's broad spectrum of coverage of publications across various languages enables us to look at this analysis in many different ways. On comparing the ratio of Front Page advertising to that on other positions across various languages, we found that Gujarati Newspapers come out on top. 14% of advertising volume in Gujarati Newspapers is on the Front Page. Bengali Newspapers are a close second at 12%. English Newspapers with a ratio of about 10%, rank 8th.

So, which are the categories that top advertising on Front Pages in Gujarati Publications? Let's look at the following graph

The above graph clearly suggests that front Page advertising in Gujarati Publications is controlled by local advertisers to a large extent. Both Cars/ Jeeps (Retail) and Two Wheelers (Retail) featuring here, indicates that Automobile dealers are quite strong on Front Pages in Gujarati Publications. Advertisers in other top categories like, Hotels, Bidi, Independent Retailers, Jewellery, which feature here are also usually from the local markets.

Are there any new categories emerging when we analyze just the Solus position?

Cellular Phone Services which ranks 11th amongst all Front Page advertising in Gujarati Publications climbs to the second spot here. Insurance which ranked 43rd amongst all Front Page advertising, makes the biggest jump to gain the 10th spot on Front Page Solus advertising. Properties/Real Estates, Events, Hospitals/Clinics and Corporate/Brand Image are some other categories which feature amongst top categories on Front Page Solus advertising but not in all Front Page advertising on Gujarati Newspapers.

Keep watching this space for similar analyses!

(Analysis from AdEx India- A Division of TAM Media Research Ltd)